TRADE SHOW SUPPORT
CORPORATE GIFTS & INCENTIVES
NEW, UNIQUE & MEMORABLE GADGETS
SMALL BUSINESS GUIDANCE / DIRECTION
LONG LASTING IMPRESSIONS WITH PROMOTIONAL PRODUCTS
Promotional products are the perfect compliments to a marketing plan. Over 1.000.000 to chose from. Available in many categories, there’s one that can fit your business operations. Lightbulb Advertising is an official distributor of many manufacturers that produce specialty advertising items. We can help you find the right one. Promotional giveaways are your silent partners due to it’s residual advertising life. Giveaways products create a permanent presence in your clients life. When you give a highly relevant promotional gift to your customers, your business will come to mind first!
The first step is to find the proper promotional item that matches your targeted audience. Selecting a practical item that can be useful is a plus. A flashlight for example, can become a favorite to your potential clients. A balance must exist between message, product, and prospect “wants”. A calculator giveaway is perfect for a bookkeeper, but not for a tennis coach. Matching your market with the right product and your company image is a must.
The second step is your message. The shorter, the better. We must find the most relevant information you want to deliver, with the least amount of words or with images. Too much copy will become counter productive. A logo and a slogan are the perfect balance. Depending on the product imprint area, messages do not have too much room like; Ballpens, USB Drives, or a pocket knife. A Logo shape and color play are also a vital role on the product selection.
Your message will be part of the promotional product permanently. It will be present every time your prospect uses it. This will create a residual advertising value over time. Some products can deliver a fast response. For instance, chocolate M&M’s printed with your logo satisfies cravings fast, but the life expectancy of the product is short. Other promotional items like a golf balls set box, will survive a longer time span. If your promotional product becomes a favorite, this will increase your business visibility over your competitors. Based on the particular promotional product characteristics, we have to find the best possible creative way to convey your message.
The third step is to get answers. We must ask questions. Who are we targeting? What does your customers have in common? What would be a favorite item that they would like to receive as a gift? What is the life expectancy of the product? Most clients provide us with an “Advertising Brief”. Our work is to expand that information and search for the best possible product, at the right price, that can be delivered at the time needed. Optional products need to be in the equation too, just in case if the budget or production time (deadlines) don’t match.
Delivering what people want, will convert your targets into potential customers when they are in need of your products or services. When selecting promotional products, we try to create visual contrast as to increase the exposure of your logo and message. If your logotype has certain colors, what will the background color be best? If your logo has a certain shape, what will be the best product to compliment that image? If you have a massive attendance event like a trade show and the budget allows only $0.25 cents per unit, how can we make it look more appealing with the imprint?
Most of the times, quality is more important than quantity. Giving products to everyone is going to lose you money, specially if the public does not see “value” in your giveaway. They will throw it away.
In the other hand, giving products that people will keep will deliver potential customers and that converts into positive response. The creation of the proper promotional product has few stages:
The Brief, were we ask many questions and find most answers.
The Hunt, were we find for you optional products for your targeted market.
The Find, sharing with your optional products under the budget and it’s production time.
The Message, making sure the product is complimentary to your logo, message, and targeted audience.
The Virtual Proof, were we show you how message and product will coexist together.
The Real Photo Proof, (If it is needed) were the supplier will provide a photo of the real product with real imprint. This can be costly due of set ups, but worth it on large budgets. If any corrections are needed, this is the time to fix it. Recommended for multi-color print.
Production, were the final stage will bring alive your promotional product stock. (Most products in large quantities can be under-run or over-run by 5%. Be sure you request NO UNDER-RUNS if needed.)
Shipping, delivery of goods before your deadline. If you have a trade show out of your city, we can drop-ship to the hotel or convention center directly. This will save you from having to travel with the promotional items.
Distribution, each client and promotional product campaign are different. Be sure you allocate a budget for distribution if you will use mail or any other delivery method. Calculate this hidden cost to your campaign. While a bumper sticker can be inexpensive to mail a crystal award with a heavy stone base won’t.
With specialty advertising promotional products at a trade show you have 2 primary objectives.
1. Reward your existing clientele for visiting you while attending the event ( RETENTION )
2. Convert non-customers into prospects for the future. ( CONVERSION )
We start with a simple questionnaire or “Brief”. There are 3 basic elements in the “Brief”:
A. Theme of the event: Why people should attend the event? What does the mass attendees have in common? How are you going to attract people to your booth? What is the basic profile of your targeted audience? Based on your company marketing needs and budget, we will start to generate creative ideas with options.
B. Budget: Quality is always better than quantity. You will lose money if everyone gets a gift in a huge event. Our goal is to help you find a promo item that your targeted audience will love as a favorite! We will not let you overspend. There’s a fine balance between amount invested and something your prospected customers want and will use.
Is it better to deliver 10,000 questionable quality pens that will not work tomorrow or 5,000 great pens that will last long and become favorites? Same budget, but with more accuracy on your target.
On trade show is advisable to go for 3 levels of products. Inexpensive items to hit the mass, a medium priced product to engage direct contact with people and high quality item in limited quantities for when you contact an important potential customer and you need to deliver maximum impact. Example: PEN (under $1) / USB DRIVE (under $5) / Gift Set (under $25)
C. Deadline (plan ahead): The ultimate decision maker. The promotional product you fell in love with can’t be delivered on time for your event? Your deadline is too short? If your artwork requires a proof, it takes time. If you need a sample before production, it takes time. Shipping takes time. If the quantities are large, producing them takes time. Most promotional products makers request a minimum of 10 working days. Sometimes it takes less than a week to deliver and the race is on. Some suppliers specialized in short deadlines, but stock gets limited to most trendy products. Manufacturers do have specialty items at the ready for those occasions. The more time you can provide, the better service we can deliver and the options widens dramatically, so we can offer you more. Pricing also is affected by deadlines, from production premiums, rushed controls, all the way to overnight shipping. Time in the Specialty Advertising Business is a commodity. It ultimately comes down to the best possible decisions we can take with the available time. We recommend a minimum of 6 weeks from start to finish.
At Lightbulb Advertising, we create long-lasting impressions!
A Deconstructed Long Lasting Impression…
A strategically chosen promotional product will create several positive effects on your targeted audience.
The first effect is to connect. During those magical seconds, when the “gift” is given, and the ice is breaking, the attention span of a potential customer is at a 100% creating a bond between you and them. This is a visual moment, a tangible item the individual can hold, use, appreciate, and value. This is a Neuromarketing moment that will allow you to say “I value you receiving this gift from us”
The second effect is a feeling of appreciation. Most who receive it, touch it and play with it; this is the tactile connection with the brain and it will be confirmed with a “THANK YOU”. At that precise moment, the reptilian brain will trigger “It’s MINE” and your enclosed message will reinforce your brand in the rational brain. The more the product’s perceived value, the stronger will be the impact and retention in your prospect’s mind. Do you remember the last time someone gave you a promotional product? Ask your self why you remembered? If you still have it’s a long life span item. If you do not recall, go to your kitchen and look! You probably find one!
The third and last effect, is pertinent to the lifetime of the product. It must create a constant reminder of your branding and message, especially if the promotional product is useful and becomes a favorite of your prospect. Example: If you are at an industry trade show and are using promo items that are not well related, your chances for success are slimmer. You will have a better chance of converting new clients with an item that way they can use or appreciate for it’s value.
Some products are universal such as pens, drink ware, bags, CD Holders, agendas, and flashlights. It’s because they have a wider appeal. An umbrella will work great for a golfing event or a weatherman convention, but not as well at a medical conference (don’t get me wrong, doctors need umbrellas too), but a USB drive in the shape of a “pill” with video and data information will be appreciated far more than an umbrella.
So if your prospects are doctors, what will work best for them?
Which product will create a LONGER LASTING IMPRESSION for your brand and message?
TOP 10 REASONS WHY PROMOTIONAL PRODUCTS CAN REACH YOUR TARGETED AUDIENCE,
LEAVE A LONG LASTING IMPRESSION, AND HELP YOU REACH MORE CUSTOMERS DIRECTLY:
1 – Breaks the Ice between you and your prospective customer.
2 – Maintains and enhances customer loyalty with residual advertising value.
3 – Creates awareness, presence, goodwill, and positive image.
4 – Attracts traffic at Trade Shows like a magnet to metal.
5 – Your clients will think of you every time they see or use your promotional item.
6 – Branding giveaways is a great way to enhance your logo and overall message.
7 – Residual advertising value in long term life promotional products.
8 – Helps introduce new products, services, and concept ideas.
9 – Triggers fresh leads when sales professionals use them properly.
10 – Stimulates employee productivity when given as an award.
This is just a partial list of the vast attributes of promotional products. Depending on your individual and unique situation, Specialty Advertising can help you reach and maintain positive awareness of your targeted market. The investment cost in advertising specialties is modest, more targeted, and achievable by any small business. Advertising Specialties deliver a better cost per impression than most other media. This is why we have chosen Specialty Advertising and Viral Videos on-line to deliver the biggest possible punch for your advertising dollars.
Let Lightbulb Advertising be your guiding light for promotional products!
Contact Daniel Postan at 281-493-5252 or send an e-mail by clicking “Bulby”
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